Significance Testing

Significance Testing lies at the heart of all the inferences that we do from a sampling exercise. We always start with a ‘Null Hypothesis’ in the jargon. A test of significance is a test of that hypothesis. We analyse the data from the sample and try to estimate what would be the probability of getting …

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Packaging gaining more importance

Although advertising can be a highly effective means of communication for those consumers who are exposed to it, it is becoming extremely difficult to reach with increased media fragmentation and costs of TVCs. Advertising on TV is a very costly affair and is done only when other vehicles cannot attain the objectives. Increase in Modern …

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Help your audience understand your presentation

Marketers revolve around customers, insights, plans, and strategies. No matter who you are in business, you always attend or deliver presentations. With some experience of delivering and attending presentations, I thought of sharing some of my learnings here for the benefit of others and myself. I happen to attend and deliver some marketing presentations and …

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